Insurance: Safe Social Strategies for the Risk Industry
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Join Salesforce Radian6 and customer guests for an engaging webinar on how insurers are leveraging the social web to engage customers and manage risk. We’ll cover key use cases and case studies to provide you with a solid foundation in social marketing for the insurance industry. Test your existing knowledge and learn how to apply these concepts to your real-life business situations.
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Insurance: Safe Social Strategies for the Risk Industry
- 1. Derek Laney @derektweets INSURANCE - SAFE SOCIAL STRATEGIES FOR THE RISK INDUSTRY
- 3. its not just about us Brand Competitors Customer & Industry Listen 1 2 3 & Analyze Measure 4 5 6 Engage 7 8 9 & Publish 3
- 4. what’s in a tweet? Company Sentiment Intent I’m loving the Apple keynote. Totally want to get the new iPad. When is it coming out? Customer Service Product
- 5. Many different departments hold a stake
- 6. The Community Make the Rules Traditional Marketing Social Marketing Interruption Marketing Invitation Marketing Company controls brand perception Community shapes brand perception Trust company messages Trust Friend Recommendations Centralized presence (www) Distributed presence
- 8. Sales: Responding at Point of Need
- 9. Brokers: Assisting the Channel
- 10. Brokers: Monitoring the Channel
- 11. Brokers: Examples from Other Industries
- 15. A Cross Department Challenge: Crisis Mgmt
- 16. Many different departments hold a stake
- 17. The Social Enterprise: CGU’s Vision
Hinweis der Redaktion
- Doug, when you first starting trying to convince your organisation to engage even on basic channels you met some resistance due to the lack of brand activity?Medibank: Very little brand/industry mentions, however there are a large volume of health related conversations relevant to our area of expertise
- We often start in quadrant (1) we need to be thinking about quadrant (9)
- Scott, how have you found the roles and responsibilities have changed as more of the organisation gets involved?Improve brand perceptionBuild customer loyaltyDrive salesDeliver customer serviceDevelop better productsRecruit top talentManage crisis
- Doug, your in an industry that deals with quite sensitive topics, is it difficult to cut through and avoid stigma? - Suspicion of “interrupt” conversations. - A lot of current success is where the organisation has created the community, not joined existing communitiesDoug, being a large organisation you have resources that can be of great help to these communities, how do you do it? Solution: - First you Need to earn the right to engage in the conversation Examples - Use Content: pathway to the value (Nurse on Call, assistance lines) - Use Sponsorship: medibank marathon (proof points to health and well being interests)Doug, you mentioned it was hard for organisations to earn the right to engage, are there low risk ways to start?Medibank Community Fund: Responding well and identifying champions. Earning the right to be invited**BackgroundBecause of the social revolution, we’re seeing a fundamental shift in marketingIt used to be about interruption marketing, but now it’s about invitation marketing. Companies ask customers to “Like” them on Facebook and “follow” them on Twitter. Your brand is the sum of conversations about it--your customers shape your brand.Along with the social revolutionalso comes a trust revolution.We trust what companies say less and less…now we trust what our peers say more and more.Companies need to have a consistent experience across all their channels; companies have to listen to wherever those conversations are taking place because consumers expect it.
- Scott, how do we start encouraging social sales?You’ve been experimenting with product launches on social, can you tell us about that?- New product launch
- Scott, a large part of your business is B2B and through intermediaries as well, is it possible to use social effectively in this environment?- Enabling brokers with knowledge- Connecting customers with partners
- Scott, what reaction to customers have when your engaging on social and responding in this way?
- Insuring in self-selecting groups can improve the quality of the risk,” says Dave Aron of GartnerMedibank: Feedback, monitoring time of year (rate changes, EOFY), Recruiting people for traditional listening channels
- Scott, how have you found the roles and responsibilities have changed as more of the organisation gets involved?Improve brand perceptionBuild customer loyaltyDrive salesDeliver customer serviceDevelop better productsRecruit top talentManage crisis
- Scott, Ask about the holistic visionDoug, What change are you seeing in the organisation, what was the initial opinion of the business and how is it changing?